N2 Innovation Corridor
MARKETING STRATEGY
June 2016
Prepared for: Newton-Needham Regional Chamber 281 Needham Street Newton, MA 02464
120 West Avenue, Suite 303 Saratoga Springs, NY 12866 518.899.2608 www.camoinassociates.com
About Camoin Associates The Project Team Jim Damicis Camoin Associates has provided economic development consulting services to Senior Vice President; Project Principal-in-Charge municipalities, economic development agencies, and private enterprises since 1999. Through the services offered, Camoin Associates has had the opportunity to serve Catherine Renault EDOs and local and state governments from Maine to California; corporations and Senior Adviser, Camoin Associates; Owner, Innovation organizations that include Lowes Home Improvement, FedEx, Volvo (Nova Bus) and Policyworks; Project Principal the New York Islanders; as well as private developers proposing projects in excess of Tom Dworetsky $600 million. Our reputation for detailed, place-specific, and accurate analysis has led Economic Development Analyst; Project Manager to projects in 27 states and garnered attention from national media outlets including Marketplace (NPR), Forbes magazine, and The Wall Street Journal. Additionally, our Christa Franzi marketing strategies have helped our clients gain both national and local media Senior Economic Development Specialist; Marketing coverage for their projects in order to build public support and leverage additional Specialist funding. The firm currently has offices in Saratoga Springs, NY, Portland, ME, and Brattleboro, VT. To learn more about our experience and projects in all of our service lines, please visit our website at www.camoinassociates.com. You can also find us on Twitter @camoinassociate and on Facebook.
Marketing Strategy
Many of the strategies and actions outlined within the Action Plan The term “innovation” simply MUST be part of the brand. It Matrix pertain to marketing, communications, and engagement. This cannot be assumed, it must be asserted, and it must give section provides additional guidance and recommendations for credence to the innovation assets that exist in the district implementing the marketing strategy. (e.g. companies, entrepreneurs). It must distinguish itself apart from yet another commercial corridor focused on real Brand & Identity estate development. N2 needs to create its own identity as an innovation district within an Use of the word “corridor” implies a long narrow expanse innovative region, and become part of the noise—part of the with a single shared thoroughfare. This does not accurately 2 conversation—created by the Greater Boston area in general and reflect the geographic shape or characteristics of N —it does other suburbs in particular. The district is not isolated from the not fit the definition a corridor, and it is confusing to communities that encompass it—it is an innovation hub within an describe it as such. We recommend removing this misleading innovative community within an innovative region. While the impetus word from the name and replacing with a word that better for this project is to take actions focused on the core district area as reflects the geographic extent, such as “hub.” defined, N2 can only succeed as part of the regional innovation economy, and reflecting that in the brand is important.
Branding N2 We recommend retaining the N2 brand but adjusting the wording slightly to better reflect the character, geographic extent, and vision for the innovation district. Our recommendations are as follows:
The N2 or “N-Squared” name is well-recognized locally by community leaders and economic development stakeholders and is beginning to gain traction regionally as the media has used the term in a few earned pieces (i.e. publicity gained
through unpaid efforts). We recognize that the use of superscript can be a challenge, especially for use on digital Using the word “district” generally is okay, but not ideal media, but the image it creates is a strong, necessary within the title of the brand as this term embodies stiff statement (see “Logo Modifications” section below). borders separating regions or excluding areas outside of the Occasionally writing out “Newton-Needham” and “N- district. The intent is to represent a more fluid, networked Squared” within marketing campaigns, as is done currently, environment with a high density of innovation activity 2 will help to overcome this challenge. occurring within the N core. Entrepreneurs, businesses, and
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other stakeholders that may exist within Newton-Needham Logo Modifications or just beyond the municipal borders need to feel like they The current logo evokes a chemical still benefit from and are a part of the local innovation element from the periodic table that ecosystem and the activity and momentum happening in the makes up part of a system, which is core is accessible to them. great symbolism for promoting N2 as During the planning process there was considerable a critical hub of innovation activity discussion about how the Charles River has largely been within an innovative region. ignored and perhaps should be incorporated into the Recommendation: Retain the look branding for the innovation district. While we agree that the and feel of the existing logo. Replace river is a significant natural asset that should be featured the word “corridor” with “Innovation both in marketing and physical development of the district Hub.” moving forward, it is not an ideal icon for branding N2 for the following reasons: Reach Consensus on the N2 Brand The boundaries of the district do not correspond with Just as important as the brand itself, it is critical that the Chamber, the river corridor. In fact, the river is the district boundary City of Newton, Town of Needham, and relevant stakeholders in many places, which means the district is only on one responsible for marketing various aspects of the municipalities for side of the river. community and economic development quickly reach consensus on
The Charles River meanders through several the ultimate brand for the innovation district (Action 5.2.1). This communities before ultimately reaching the ocean. There should be a top priority of the new Leadership Team and is not a well-defined “Charles River Valley” and even accomplished within the first quarter of implementation. most locals do not know exactly where the Charles River Once consensus on the N2 brand is achieved, promote the flows through their own municipalities. Therefore, it does communities as a whole as an innovation ecosystem within the not make a strong geographic reference. Greater Boston ecosystem. Market N2 as the innovation hub within
When people from outside the area hear of the Charles the fluid local and regional innovative environment. (Action 5.2.2). River, they think of Boston, not Newton and Needham. Each municipality and the Chamber are working on individual Recommended name: N2 Innovation Hub marketing efforts. There are many websites, eNewsletters, and social media campaigns all providing information about the communities. In order for this marketing strategy to be effective, the messages about N2 and the Newton-Needham region as a whole must be clear and consistent. Before beginning any marketing campaign, spend the time to flesh out how different marketing efforts will be coordinated and can be used to complement other ongoing efforts.
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Marketing Campaigns The goals and objectives of each marketing campaign are as follows: When considering marketing for economic development, we stress Campaign 1: Create & Perpetuate a Buzz Around the N2 Strategy the integration of internal (within the community and region) and Successful innovation communities build momentum and generate a external (outside the community and region) engagement and “buzz” that originates from community leaders, spreads within the communications. Both are critical and strengthen each other. community, and transcends its borders across many channels and As such, the following marketing campaigns are designed to inform, networks. Frequent updates on activity, achievements, projects, and engage, build community, and create dialog and excitement around needs as the strategy is implemented will continue the conversation economic development initiatives among strategic internal and help to maintain focus on this effort. audiences, which in turn strengthens subsequent marketing efforts designed to attract the attention of outside developers, investors, Campaign 2: Forge an Innovation Identity Throughout the entrepreneurs, regional partners, institutions, site selectors, workers, District and others. The campaigns support strategies and actions outlined in N2 needs to create its own identity as an innovation district within an the Action Plan Matrix and are referenced by their number in the innovative region. The approach to this campaign is to first matrix as appropriate. encourage internal audiences (residents, business leaders, students, There is no silver bullet in economic development marketing. Instead, etc.) to be innovative in their own work. Creating a local innovation the marketing campaigns outline an integrated marketing approach culture “on the street” will eventually change the visitor experience, with a focus on building momentum locally for the N2 strategy itself, but it must begin with the local community. achieving and promoting an innovation identity, encouraging entrepreneurship locally, and attracting the attention of Campaign 3: Encourage Entrepreneurship entrepreneurial-minded individuals and innovative companies. Entrepreneurship is a key part of being an innovation district, so encouraging entrepreneurs to start their companies here, especially Through the N2 strategic planning survey (see Appendix G), we in the priority industries, will support the networks, increase the observed that support is lacking for initiatives around diversifying vibrancy of the area, and ultimately will grow companies that can fill housing options and identifying a research institution partner. We the office parks. There is an opportunity to build upon the innovative interpret this as a lack of understanding of the importance of these workforce in Newton and Needham and also engage local students efforts in supporting the development of a strong innovation district. who are interested in entrepreneurship. As such, we recommend educational campaigns to support these strategies that inform the respective targeted audiences on the need Campaign 4: Educate on the Need for Affordable Housing for these efforts. Options & Mixed-Use Development
Talent is a prerequisite for attracting, retaining, and creating companies in the N2 Corridor, but the aging local population means that companies need to be able to attract younger workers. High housing prices and lack of direct rapid transit service to the N2
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Corridor means that companies wanting to attract Millennial workers Marketing Campaign Tactics to the area are having difficulty. As identified in the Economic The following tables provide a framework for the marketing strategy. Development Strategy, there is an immediate need to communicate They include a summary of the targeted audience(s) for each to the greater Newton-Needham community the need for diverse marketing campaign, desired outcomes we want for those housing options and to market the investment opportunity to the audiences, key messages that drive decision-making and pique the real estate community. interest of targeted audiences, and top channels to use for each campaign. Campaign 5: Marketing for Business Attraction An essential goal is to attract new innovative and growing companies Additional information and recommendations for establishing strong to the office parks in the N2 Corridor. It makes sense to target the marketing channels and understanding the targeted audiences is priority industries that are already present in order to build up the provided following the campaign summary tables. networks and interconnections that come from denser clusters of businesses that share workforce, infrastructure, and other needs. However, before marketing to regional, national, and international companies, the N2 Initiative will need to strengthen relationships with the real estate/development community as well as state and regional business attraction partners.
Campaign 6: Coach on the Need for a Research Institution Partner Goal 3 of the Action Plan Matrix states that to be truly an innovation district requires an anchor to spur the development of new ideas, potentially support the acceleration of a priority industry, attract an educated workforce, and act as a focal point for innovation. From the survey (see Appendix G) we know there is less support for this initiative relative to others, which we have interpreted as a lack of understanding for the importance of anchor institutions in fostering innovation. As such, the first phase of this campaign should be focused on educating about the need for this initiative.
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Campaign 1: Create & Perpetuate a Buzz Around the N2 Strategy
Audience Desired Outcome Message Channels Local Community Express support for implementation of We’re moving from planning to Public Meetings – Kick off Leaders the strategy publically. implementation and taking action to implementation of the strategy with a Municipal staff and achieve real results. public meeting (scheduled for June 2016) elected leaders Become advocates for the initiative and continue to host an annual meeting You can help us achieve our collective to provide updates on progress. Founding Partners Make an initial investment. vision of becoming an innovation hub Needham, Newton, within an innovative region. Website – Dedicate a section of the site Chamber, businesses Become advocates for the initiative. specifically to this initiative and update at within corridor, and willing least monthly with status updates. stakeholders Design as a scorecard.
eNewsletter – Include monthly updates Greater Newton- Spark a real conversation about the on implementation progress intended to Needham opportunity of becoming an innovation drive traffic to the website for more Residents and businesses district. information.
Become advocates for the initiative. Social Media – Posts featuring information about strategy, specific opportunities, information about why certain aspects are important, etc.
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Campaign 2: Forge an Innovation Identity Throughout the District Audience Desired Outcome Message Channels Internal Audiences Increased internal sense of place, pride in We’re an innovation hub in an innovative Physical – Install consistent wayfinding Greater Newton- the community, and a deepened culture region – and you’re in it! signage with N2 logo and branding Needham of innovation. throughout the corridor. Invest in digital Residents, workforce, and Anyone can be innovative, find your inner kiosks and other connected public businesses Drive conversations about innovation entrepreneur. amenities and infrastructure. happening in N2. Creativity and innovation – it’s what Digital Marketing – Promote quality of They see others being innovative and are drives N2. life assets including Charles River, historic inspired to be innovative themselves. buildings, and other public spaces. Create a social media campaign asking residents External Audiences Visitors have a different experience to promote their favorite spots to meet Visitors from outside the visiting the N2 Corridor. They feel like with clients, access free Wi-Fi, etc. area they are in a place that is a destination Promote transportation infrastructure for investment by innovation-driven investments and efforts to create a industries. They find it exciting and physical hub for the district. Work to inspiring. uncover the innovation identity of individuals and businesses and tell their Interest in the local innovation culture is stories. piqued and they take action to learn more about what is happening here. Competitions & Events – Designed to bring different ideas together and spark new ideas. Create opportunities for human interaction and connections.
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Campaign 3: Encourage entrepreneurship Audience Desired Outcome Message Channels Olin, Babson, and Become partners in hosting events and This is our opportunity to provide a Relationship Building – This needs to be Mount Ida leading education for local growth path for young entrepreneurs and a specific working group that is created entrepreneurial network. keep students local. and starts working right away.
Partnerships between educational institutions and innovative businesses.
Students connected with internships and career opportunities with local entrepreneurial companies.
Entrepreneurs and Choose to start their companies here. It’s the perfect place to grow your Events – Designed to bring diverse Entrepreneur-minded business. groups together and strengthen the local Individuals entrepreneurial network through New and old, local and You’ll have access – to a rich innovation education and engagement – speaker regional ecosystem, to Boston and NYC, to a series, lunch-and-learns, startup highly talented workforce, to nearby weekends, hackathons, business plan institutions, etc. competitions, and meetups. Use demand- based pricing for events to retain interest Other top tech companies are succeeding of targeted audiences (i.e. make it cheap here and you can too. for entrepreneurs and expensive for solicitors). Come for a visit and meet other like- minded individuals that share your Digital Marketing – Promote events. passion. Feature stories of local startups, celebrate their success.
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Israeli Entrepreneurs Choose to start their companies here. You can access new markets from here. Digital Marketing – Israeli entrepreneurs tend to be tech-savvy problem solvers The best leaders build their businesses and frank communicators, which can here. make them weak storytellers. Solve their problem. Fill this gap by helping them tell Note: Unlike typical American their story and promote via digital media. entrepreneurs that want to “change the world”, Israeli entrepreneurs are generally Relationship Building – Attend events in in pursuit of “being the best.” Marketing NYC and Boston targeted to this segment campaigns to this segment use words like to make connections and learn the “outstanding,” “exceptional,” “leadership,” culture. (Example: ICONYClabs). An ideal “uniquely positioned,” and “first-ranking.” partner in implementing these strategies is the Jewish Community Center, which already has strong networks and relationships and could take the lead on working with N2 to implement these marketing strategies.
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Campaign 4: Educate on the Need for Affordable Housing Options & Mixed-Use Development Audience Desired Outcome Message Channels Greater Newton- Understand the importance of diversity Diversity drives creativity and innovation; Social Media & eNewsletter – Draw Needham Community and the role it plays in innovative we need greater diversity. attention to housing projects in the Residents, Business communities and how housing, in part, district. Author original content and link Leaders, and Political plays an important role in diversity and There is capacity for housing along the to external articles and information about Leaders talent attraction. Needham Street Corridor. role of diversity in driving innovation.
Change perception to be more Successful innovation districts allow space welcoming for alternative housing types. for working, living, and playing.
Support changes to land use regulations Both communities have a significant lack to allow diverse housing options. of young adults (25 to 40 year olds) relative to the Boston metro and state overall. This bimodal age distribution is, in part, a function of the communities’ housing market, which is skewed toward single-family homes and has limited affordable options for young adults.
Real Estate Community Recognize that the community is taking There is an unmet demand for diverse, eNewsletter – Development community Developers and realtors action to support diverse housing options modern, affordable housing options in list. Promote housing projects and already working in N2 as in the district and propose new the innovation district. changes to the land use and zoning well as those working in investment opportunities and projects. regulations that allow diverse housing other areas who may be We are reconsidering our land use investment. interested in working in Reach out to Newtown-Needham and decision making process to accommodate emerging innovation work with municipal staff to design creative projects that support our vision. Relationship Building districts desired housing/mixed-use projects. (Action 4.2.2) Website – Showcase key investment properties.
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Campaign 5: Marketing for Business Attraction Audience Desired Outcome Message Channels Real Estate Community Greater collaboration with realtors for We’re your partners in marketing for real Website – Showcase key investment Developers and realtors marketing sites and properties in the estate development and a trusted source properties available for sale or lease. already working in N2 as district. for current socioeconomic and Provide information they can use to well as those working in demographic information. market real estate and/or make other areas who may be investment decisions. (Action 1.1.2)
interested in working in emerging innovation Relationship Building districts Cut-Sheets – Information on featured properties and why invest in the district. Sheets can be downloaded from website or printed for inclusion in hard-copy collateral. (Action 1.1.4)
State and Regional Develop and strengthen relationships We’re an innovation district in an Relationship Building – Attend and host Business Attraction with state and regional partners. innovative region that is taking strategic events to develop and strengthen Partners action to grow our innovation identity. relationships and increase awareness. Increased awareness of N2 for better (Action 1.2.2) N2 has a highly talented workforce that is collaboration on marketing campaigns. unmatched. Website – Updates on work plan and implementation progress.
Social Media – Engage with digital marketing campaigns run by state and regional partners and feed these partners information to share through their networks.
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Greater Boston Greater awareness and piqued interest in We have a highly talented, extraordinarily Relationship Building – Become actively Companies (Action 1.2.2) N2, become “followers” of social media well-educated workforce. involved in Greater Boston economic and/or eNewsletter updates. development related networks. You’ll have roughly 150 technology Recognize the growing opportunity of companies in your local network Website – Information on workforce, locating in the innovation district, leading including some big names like business environment, quality of life, to eventual relocation and investment in TripAdvisor. innovation assets, etc. Promote N2. transportation options and explain how You get great proximity to Boston and to get to N2 from Boston using public NYC but better – more affordable – rent. transportation.
A significant percentage of our residents Social Media – Promote innovation were born in other countries – 21% – economy and quality of life assets in which contributes to our vibrancy and Newton & Needham. cultural diversity.
National and N2 is the emerging innovation hub. You Relationship Building – Work with state International Companies have an opportunity to mold the and regional business attraction partners (Actions 1.2.3 & 1.2.4) ecosystem. to target international businesses by In priority industries and participating in trade missions. fit with innovation/ entrepreneur focus Website – Information on workforce, seeking to locate in business environment, quality of life, Boston/U.S. innovation assets, etc.
Social Media – Promote innovation economy and quality of life assets in Newton & Needham.
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Campaign 6: Coach on the Need for a Research Institution Partner Audience Desired Outcome Message Channels Local Stakeholders Support for this initiative. Research focused anchor institutions are Relationship Building a critical element for a healthy innovation ecosystem. Digital Marketing – Consider paid ads for this campaign. Link to Brookings research. Higher Education Attract a research-based anchor N2 is the emerging innovation hub. You Relationship Building Research Institutions institution to the district. have an opportunity to mold the In the region that may be ecosystem. eNewsletter & Social Media – Once in- in planning stages of new person contacts are made, keep brand institutes that could be present by providing updates on activity located off-campus. in corridor through digital media marketing channels.
Events – Invite prospects to entrepreneurial networking events, offering an experience which will create an emotional connection strengthening ties and interest in the district.
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Targeted Audiences The marketing campaigns outlined previously identify many internal External Audiences and external audiences. A brief description of each audience, and the Visitors – Includes anyone visiting N2 for work or recreation. The primary reason for targeting each audience, is provided below. goal is for outside visitors to “feel” like they are in an innovative place and find the experience exciting and inspiring enough to tell the Internal Targets story to others. Local Community Leaders & Founding Partners – This is the Entrepreneurs – Includes anyone starting businesses, or thinking of internal team of stakeholders that have been working to develop the starting a business. The goal is to position N2 as a great place to strategy and will continue to lead implementation. It includes grow a company because it offers opportunities to learn and network municipal and Chamber staff, business leaders, real estate with other like-minded entrepreneurs, access to large markets, and professionals, elected officials, etc. It is important to keep this group offers a highly-talented workforce. A sub-market of this group engaged and informed on progress. includes Israeli entrepreneurs, who already have a strong presence in Greater Newton & Needham – Includes local residents, the region. entrepreneurs, employees, and business leaders who may or may not Development Community (External) – Includes site selectors and be innovative themselves. The goal is to encourage to be innovative developers with experience or a desire to work in innovation districts. in their own way as part of developing the local identity as an The goal of marketing campaigns targeted for this group is to attract innovation district. It is also important to generate support from this them to the district to take on new development projects. audience for the N2 Strategy. Greater Boston Innovative Businesses & National/International Local Development Community – Local realtors, developers, Innovation Businesses – Businesses in the targeted industry sectors property owners, and others involved in the local real estate sector. who may be interested in locating in the Greater Boston region. This group is a critical partner in promoting the district and must be Targeting these businesses will require working with state and kept up-to-date with implementation progress and information regional partners for attraction including representatives from the about ongoing development projects. Executive Office of Housing and Economic Development (EOHED). Local Entrepreneurs and Entrepreneurial-Minded Individuals – Priority industry areas include:
The Newton-Needham community is rich with entrepreneurial talent. Information technology By targeting this group, the goal is to retain and foster this talent in Professional, scientific, and technical services the district. Biotech and life sciences Local Educational Institutions – Includes Olin, Babson, and Mount Ida, all of whom will be important partners in hosting events and leading education for the local entrepreneurial network. These partners need a greater relationship with the business community.
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Marketing Channels eNewsletter Create innovation-specific email lists and develop newsletter-style Website templates for each email list with similar branding. Design the Revamp the N2 website into the go-to digital platform for innovation templates to provide short blurbs or brief high-level information with news and community engagement in order to create and curate click-through to the website for more information and/or articles. ongoing buzz about innovation in the N2 Corridor and Newton- Suggested email segments: Needham communities—telling success stories that inspire people to Greater Newton-Needham Innovation Ecosystem – Public live, work, and start or grow a business in the N2 Corridor. list of innovative companies, institutions, workers, and Website features: entrepreneurs who may live or work in the Greater Newton- 2 Needham region or reside outside of the area but want to Promote N Corridor news, events, and ongoing projects. 2 Include an events calendar that can be downloaded into keep tabs on the N ecosystem for happening, opportunities, Gmail and Outlook calendars (iCal events). Partner properties, etc. Anyone can sign up for this list. Newsletter- communities could include this same calendar on their style publication used to promote all things innovation 2 respective websites happening in N .
Leadership team, Advisory Team, and Working Feature available sites and properties. Develop pilot database that highlights available sites and is populated by Groups/Tasks Forces – To share information with the 2 willing real estate partners (Action 1.1.2) internal N team before it goes public and keep this group “in the know.” Social media streams and links Entrepreneurs and entrepreneur-minded individuals – Robust blog for posting stories about local innovation Populated with local and regional contacts, used to promote
Link to innovation resources such as event venues, shared targeted events.
working spaces, coffee shops offering free Wi-Fi, etc. Real estate developer and real estate community, site
Job opportunities (allow postings by businesses in the N2 locators – Create two segments for this group:
Corridor) Local/regional real estate contacts – The local list will be
Map of district and partner communities including specific used to inform with information that they can use in information on public transportation and how to get from marketing. 2 Boston and Cambridge to N External contacts – Campaigns sent to the external list
Sign-up for eNewsletters and links to past emails should be designed to attract new developers to the area.
Companies/entrepreneurs in targeted sectors (e.g. cyber, IT, bio) – Use to send highly-targeted emails. May want to purchase a list in specific segments as opportunities arise.
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Social Media Traditional Media Create social media accounts dedicated to promoting, engaging and One of the leading sources of information influencing executive learning about innovation in the N2 Corridor and Newton-Needham perceptions of an area’s business climate is articles in newspapers communities. and magazines. Attaining positive coverage in a top national business outlet is one of the most powerful tools when it comes to Identify which digital social networks entrepreneurs in the promoting N2 as an innovation district. The approach is to develop a region engage with and why. While N2 needs a presence on steady stream of high-quality content promoted through owned the big networks such as Instagram, Twitter, and Facebook, media streams that can support strong pitches to traditional media there may be other “niche” networks used now or in the outlets. future. Some examples are listed in this article: http://mashable.com/2009/03/12/entrepreneur- To get a pitch read, it helps to have existing relationships networks/#8.O5hA3dfaqT with journalists. Strengthen relationships with conventional media to encourage coverage of N2 and its companies. Utilize apps like Periscope, Facebook Live, and YouTube Live Twitter is critical. Use Twitter to engage directly with local to broadcast events and meetups to a larger audience. and regional traditional media outlets. Identify individual Create a social media advocate team of partners that have reporters that cover business, entrepreneurship, and large existing digital networks in the innovation space who innovation and regularly engage with them online and in- are willing to share and engage with N2 content. Utilize the person. Be sure to show appreciation for any coverage they advocate group to help create buzz about innovation and offer. growth in the district and throughout the Newton-Needham Build strong storylines to bring to these publications. Use community. data and information to build out storylines and make sure Consider paid Facebook ads to support priority marketing you offer media outlets the absolute latest and greatest data campaigns. and information. The more “best, first, and only” claims you can make, the better.
Encourage companies, municipalities, and the Chamber to send business news your way in advance and partner on pushing out newsworthy announcements to relevant trade and national media.
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Focus in on regional, national, and trade media outlets— Information Technology Industry including specific journalists—that might be interested in BetaNews covering stories in N2. Monitor these media outlets to see Engadget where N2’s storylines fit into national trends or the interests IT World and coverage areas of specific journalists. We recommend MIT Technology Review targeting the following publications: Network TechCrunch National/Regional Business Focused TheNextWeb Bloomberg News VentureBeat Boston Globe
Boston Herald Biotech & Life Sciences Business Insider Bioscience Technology Entrepreneur BioTechniques Fast Company FierceMarkets Forbes Life Science Leader Fortune Harvard Business Review Inc. New York Times NPR Reuters The Atlantic The Daily Beast Wall Street Journal Wired
Site Selection & Real Estate Area Development Business Facilities BusinessXpansion Journal City Lab Expansion Solutions Next City SITE Selection Urban Land Magazine
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Execution of the Marketing Strategy The following details a step-by-step plan for executing the priority marketing tactics recommended for the first 8 quarters (2 years) following the summer 2016 kickoff of this effort. While it would be great to initiate all of the marketing campaigns now, this is a realistic plan that begins by establishing marketing channels and building campaigns, which coordinate with the overall implementation of the N2 strategy.
Begin Deadline Action Goals Supported Q1 Q1 Reach consensus on the N2 brand All Q1 Q1 Modify the logo to reflect the agreed upon brand All Q1 Ongoing Form a tech team to support digital marketing – create a shared calendar – meet quarterly All Q1 Q1 Ramp up N2 social media channels All Q2 Ongoing Create social media advocate team – send email updates monthly All Q2 Q2 Design eNewsletter templates: Innovation ecosystem and real estate community segments All Q2 Q4 Develop website for N2 All Communicate results of the plan by creating a scorecard that is updated quarterly and shared across digital Q2 Ongoing 6. Build Capacity media. Email this scorecard with a detailed update to the leadership team email list. Develop cut sheets for marketing innovation ecosystem strengths and real estate in N2 – push this information Q2 Q2 1. Business Attraction to state and regional partners for business attraction Q2 Q2 Develop a news strategy 5. Innovation Identity Write storyline content about business successes, to be included on website and promoted across digital media Q3 Ongoing All platforms. (Support news strategy) Develop content on need for research institution partner for eNewsletter N2 Ecosystem segment and social 3. Research Institution Q3 Q6 media promotion Partner 2. Encourage Q3 Q4 Work with local Israeli entrepreneurs to write business success stories and share across digital media Entrepreneurship 2. Encourage Q3 Ongoing Create a campaign designed to encourage innovation and creativity locally Entrepreneurship 2. Encourage Q4, Q8 Q4, Q8 Host and promote annual awards for entrepreneurs Entrepreneurship Q4, Q8 Q4, Q8 Host annual N2 strategy updates meeting with key stakeholders All Write content about successful residential projects in the district linking to existing content about the role of 4. Mixed-use, Diverse Q5 Q5 diversity in creating innovation ecosystems – promote in monthly eNewsletter to Ecosystem and real estate Community segments and in social media Q5 Ongoing Showcase investment properties on website and promote in real estate eNewsletter segment 1. Business Attraction Q6 Q8 Participate in international trade missions 1. Business Attraction Q8 Q8 Write quality of place content to be used across digital media platforms (historic buildings and streetscapes) 5. Innovation Identity
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Leading action to grow your economy
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